Lead Generation Strategies
Online lead generation encompasses a wide range of tactics, campaigns, and strategies depending on the platform on which you wish to capture leads. We talked about lead capture best practices once you have a visitor on your site … but how can you get them there in the first place?
Let’s dive into lead generation strategies for a few popular platforms.
Facebook Lead Generation
Facebook has been a method for lead generation since its start. Originally, companies could use outbound links in their posts and information in their bios to attract strangers to their websites. But when Facebook Ads was launched in 2007, and its algorithm began to favor accounts that used paid advertising, there was a major shift in how businesses used the platform to capture leads. Facebook created Lead Ads for this purpose. Facebook also has a feature that lets you put a simple call-to-action button at the top of your Facebook Page, helping you send Facebook followers directly to your website.someone has interest in their company.
LinkedIn Lead Generation
LinkedIn has been increasing its stake in the advertising space since its early days. When it comes to lead generation, LinkedIn created Lead Gen Forms, which auto-populate with a user’s profile data when they click a CTA, making it easy to capture information.
PPC Lead Generation
When we say pay-per-click (PPC), we’re referring to ads on search engine result pages (SERPs). Google gets 3.5 billion searches a day, making it prime real estate for any ad campaign, especially lead gen. The effectiveness of your PPC campaign relies heavily on a seamless user flow, as well as your budget, target keywords, and a few other factors.
B2B Lead Generation
LinkedIn has been increasing its stake in the advertising space since its early days. When it comes to lead generation, LinkedIn created Lead Gen Forms, which auto-populate with a users profile data when they click a CTA, making it easy to capture information.
A few tips when building lead generation campaigns
1. Use the right lead generation tools:
How much do you know about the people visiting your website? Do you know their names or their email addresses? How about which pages they visited, how they’re navigating around, and what they do before and after filling out a lead conversion form? If you don’t know the answers to these questions, chances are you’re having a hard time connecting with the people who are visiting your site.
- CTA Templates: 50+ free, customizable call-to-action (CTA) templates in Power Point that you can use to create clickable CTA buttons to use on your blog, landing pages, and elsewhere on your site.
- Lead Generation Software Tools: This free tool from HubSpot includes lead capture and contact insights features, which will scrape any pre-existing forms you have on your website and add those contacts to your existing contact database. It also lets you create pop-ups, hello bars, or slide-ins – called “lead flows” – that’ll help you turn website visitors into leads immediately.
- Visitor Tracking: Hotjar has a heatmap tool – a virtual tool which creates a color- coded representation of how a user navigates your site – that helps you understand what users want, care about, and do on your site.
2. Create amazing offers for all stages:
it takes time to create valuable content that teaches and nurtures your leads down the funnel, but if you don’t offer anything for visitors who aren’t ready to buy, then they may never come back to your website.
If you want to take personalization a step further – which will help boost your conversion
rate – try using smart CTAs. Smart CTAs detect where a person is in the buyer’s journey,
whether they’re a new visitor, a lead, or a customer, and display CTAs accordingly.
Personalized CTAs convert a whopping 42% more visitors than basic calls-to-action.
3. Keep your messaging consistent and deliver on your promise:
The highest-converting lead gen campaigns are the ones that deliver on what they promise and create a seamless transition from ad copy and design to the deliverable itself. Make sure that you’re presenting a consistent message throughout the process and providing value to everyone that engages with your lead capture.
The aspects of your lead gen campaign should mirror everything else on your website, on your blog, and within the product that you will eventually try to sell. If not, you’ll have a difficult time getting your lead to the next lifecycle stage. Your campaign should be about more than just obtaining an email address – it should be about developing a new customer.
4. Link your CTA to a dedicated landing page:
This may seem obvious to you, but you’d be surprised how many marketers don’t create
dedicated landing pages for their offers. CTAs are meant to send visitors to a landing page where they can receive a specific offer.
Don’t use CTAs to drive people to your homepage, for instance. Even if your CTA is about your brand or product (and perhaps not an offer like a download), you should still be sending them to a targeted landing page that’s relevant to what they are looking for and includes an opt-in form. If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.
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